Development and Analysis of E-commerce for Lighting Fixtures in 2019: Distribution of Lighting Fixture Brand Online Stores

After experiencing years of rapid growth, the lighting industry encountered a bottleneck in 2016. The LED lighting industry also underwent numerous changes, including bankruptcies and closures, consolidation and mergers, material price hikes, the opening up of overseas markets, personalized and differentiated development, and foreign companies abandoning the domestic general lighting market. These trends will only become more pronounced and prominent in 2017. So, how will the lighting and decorative lighting industry develop in this very delicate year? What impact will it have on lighting e-commerce?
1. Four popular trends in lighting fixtures in 2017
1. The most prominent category of Nordic modern minimalist style in the lighting industry is modern lamps. We refer to it as modern minimalist art lighting. This trend has been gaining momentum in global home furnishing and soft decoration for the past two years, and lighting has been thriving in 2016.
2. 2016 was the heyday of copper lamps, not the inaugural year. Almost every household in the industry had copper lamps. It is worth being vigilant that vicious price competition may emerge in the copper lamp market in 2017. If this situation occurs, copper lamps may become tainted and risk becoming the next category of zinc alloy products.
3. Chinese classical and modern styles will become the third most popular trends in 2017. Chinese classical style embodies a broader and deeper connotation of Chinese home furnishing, captivating a large number of successful individuals with its grand, solemn, and rich manufacturing and cultural heritage. Chinese modern style, on the other hand, combines the two major symbols of Chinese and modern styles, exhibiting unprecedented fashion charm.
4. Smart Lighting: Smart lighting remains a focal point for future development, and smart technology will facilitate the rapid growth of the lighting industry in the next two years. In 2017, smart lighting will gradually take center stage. However, whether smart lighting is about selling products, solutions, or models is a pressing question for businesses.
II. E-commerce scenario in the lighting industry
Ten years ago, lighting and decorative lighting products began to be sold on e-commerce platforms, but the sales performance was not ideal at that time. Ten years later, lighting products have made breakthroughs in e-commerce sales performance, but difficulties and bottlenecks still accompany them and have not gone away. Taking Tmall as an example, facing the irresistible temptation of e-commerce, brands such as OPPLE Lighting, NVC Lighting, Huayi Lighting, Qilang Lighting, and Aoduo have opened official flagship stores on the platform. Searching for "lighting" on "Tmall Home Decoration", over 3,000 stores and more than 200,000 related products are found, most of which are brand-operated stores, offering a wide range of products including ceiling lights, living room lights, chandeliers, wall lights, and more.
In recent years, an increasing number of lighting brands, whether they are "big names" or emerging brands, have ventured into the e-commerce sector, and the market potential they have unleashed and the speed of their development have been unexpected. Data from e-commerce platforms shows that in recent years, the overall sales trend of lighting fixtures and decorations has been very clear, with gratifying development achievements.
However, there is a severe shortage of professionals engaged in the e-commerce of lighting fixtures, a lack of brand-oriented operations, and inconsistent production standards for lighting products on e-commerce platforms. After-sales services provided by e-commerce platforms often involve non-professional logistics and installation, which can easily lead to damage and consumer disputes. Additionally, lighting fixtures for e-commerce lack the opportunity for effect experience, making it more challenging to operate if they are a single series of products.